The Research On Direct Marketing For Newspaper Issue Companies

Since the press began to explore the operation of newspaper issue in 1985, although the newspaper issue companies have been engaging in logistics, e-commerce and other diverse and innovative business of channels, they are still heavily dependent on the primary industry-newspaper issue, which is accounting for more than 80% of the total cash flow to all businesses.New media, for instance, the internet, is encountering a rapid development, which brings the dual impact both on the ads and readers for the press. That will undoubtedly lead the newspaper issue companies to a major crisis. Therefore, how to find a new profit growth point, and complete a transition is the focus of attention.Direct marketing, as a new marketing approach, has the similar business form with distribution networks, operating procedures, facilities, etc.. At the same time, because of its high value-added features, for many issuers, it is opening new opportunies for revenue increase.This article put the newpaper issue companies in Chica as the research object. First of all, it tries to explain the main characteristics of direct marketing, collate and summarize its specific process, in order to provide a theoretical groundwork. And then according to the enterprises'network, delivery teams, hardware, facilities and so on, it will argue with the necessity to carry out direct marketing and the feasibility. Chapter IV put Little Red Riding Hood papers issued Co. as a case, analyze its direct marketing practice in-depth, then turned to the whole industry, sum up the current features and problems of direct marketing practice by those companies. Finally, the combination of direct marketing and the best resources of issue companies will help to form a set of constructive conclusions from both long-term and short-term point of view to provide these enterprises with a definite path and available ideas of transformation.